Package Design Process

Developing the concept and design

Once the target audience has been identified and understood, the next step in the package design process is developing the concept and design[5][1]. This involves creating a design brief that sets out the goals and strategy of the packaging design[6]. From there, designers can begin to develop dielines, design concepts, and visual elements that align with the brand’s identity and resonate with the target audience[5][7]. It is important to note that while aesthetics are important, functional design should be the primary focus when designing packaging[8]. This ensures that the packaging is practical, easy to use, and enhances the overall user experience.

Functionality and visual appeal

The final step in the package design process is testing and refining the design for optimal functionality and visual appeal[9][5][10][11][12]. This involves getting feedback on the packaging design ideas and iterating to improve the design[5]. Testing can include market research studies, prototype testing, and user testing to ensure that the packaging meets the needs and expectations of the target audience[10]. This iterative approach ensures that the final design is not only visually appealing but also functional and user-centric, ultimately leading to a successful packaging design that effectively communicates the brand’s story and values.